While the live music market is still struggling, one sector is seeing explosive growth. THR explores the recent paradigm shift which finds companies such as WME and Live Nation positioning themselves for 2012 just in case DJs really are the new rock stars.
If 1991 was the year punk broke, 2011 was the year club music crept into the heart of America.
Perhaps the best example of the electronic revolution? Insomniac Events’ Electric Daisy Carnival, a dance festival that has attracted tens of thousands of revelers to stadium-style venues for years. It made national headlines in 2010 when a 15-year-old girl died of an ecstasy overdose after the concert in Los Angeles. Since then, attendance has exploded, reaching 230,000 when the event moved to Las Vegas this year — and injected some $136 million into the Clark County economy, according to one study.In a trend that was born in the EU and Scandinavia and has been building stateside for the better part of a decade, the floodgates burst open this year with everyone fromRihanna to Britney Spears riding the coattails of Euro-styled synth hooks to the top of the charts. In-demand DJs are now pocketing as much as $200,000 a show and selling out multiple nights in cities from New York to Los Angeles.
Scouring YouTube, Twitter and the club scene for future headliners are companies such as William Morris Endeavor, early adopters of the dance trend who opened up an electronic music department in 2008 that now boasts more than 150 acts. Others followed suit: APA recently formed an electronic music division, as has Live Nation in the U.S. and Canada (both launched this year).
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